Top UX Trends for 2025 A Glimpse into the future
A/B testing is a method of comparing two different versions of a webpage or an
advertisement by randomly showcasing them before audiences. The one with more
engagement is chosen over the other.
A/B testing helps UI/UX designers gather statistical data based on user choice.
UI/UX
design becomes more engaging rather than designing based on the
opinions of the designer.
As the testing process involves user inputs, it can provide a better user
experience.
Let's focus on some of the top-tier A/B testing tools for
UI/UX designers.
Top 5 Tools for A/B Testing
Approximately 33% of companies that are at the highest level
of success are running A/B testing for more than a year. It suggests that they
have better ROI for A/B testing.
Here are the top 5 tools for you to run A/B testing as a UI/UX designer.
Tool 1: Optimizely
A/B testing and multivariate testing are some of the crucial tests you can
perform on Optimizely. It is a great tool for User Experience (UX) designers to
experiment with UI/UX designs.
Key Features
You can run Optimizely for an unlimited time with different variables. It can
run concurrent experiments with different variables. Any person without a
degree in coding can use the tool to their benefit.
To perfect your UI/UX design as per your target audience, you can manually
select customer age, locations, and other data. It helps to improve your
decision-making process.
How It Helps UI/UX Designers
UI/UX designers can base their selection on solid customer
engagement statistics using Optimizely. Besides, designers can explore their
creativity with the feature of conducting unlimited concurrent
experiments.
Pros and Cons
Pros:
You can even use Optimizely WYSIWYG editor without any coding knowledge
It's so easy to use that a person from the marketing team could also use it by
providing relevant information
Easy to understand statistics and graphs for better understanding of the test
The dashboard of the tool is easy to use, it shows test insights helping
developers decide
Cons:
The cost of the tool may be expensive for new or small to medium business
organizations.
If you upload heavy code, it may slow down and take some time to load
The HTML editor panel sometimes crashes and shows the first few lines of the
code.
Sometimes it is difficult to connect the tool with Google Analytics
Our verdict
Use Optimizely if you do not have an issue with its
expensive pricing. However, it is a great option for developers to experiment
with their creative ideas. But be careful with the volume of commands, it may
crash with too much pressure.
Tool 2: VWO (Visual Website Optimizer)
A/B testing and optimizing conversions are two of the excellent features of the
VWO platform.
Key Features
User-friendly UI is the most attractive feature of the platform. Anyone with no
experience in coding or technical knowledge may find the platform useful. Users
can easily run tests by changing small features like changes in headlines,
image alterations, and others.
How It Enhances User Experience
The visual editor of the platform is great for editing and running tests, reducing time for development. The easy-to-use editing and testing features allow users to act without the help of professional developers.
Pros and Cons
Pros:
It not only conducts A/B testing but also channels traffic to the
best-performing sites through split URL testing
Non-technical team members can also join the developer in editing UI/US design
because it has a user-friendly interface
To evaluate the eligibility of a user as a targeting audience, VWO has a
feature called "check once" or "check continuously"
Cons:
It requires a large number of visitors to conduct a test and find a result
Its findings are not accurate in terms of A/B testing, rather it shows
"likeliness to beat control"
You cannot easily calculate the total number of days the test has been
conducted on the platform
Our verdict
The platform is suitable for small businesses at a growing
stage. Any non-technical personnel can run small and easy changes. But complex
editing may require expertise and more time.
Tool 3: Google Optimize
When it comes to offering tools to improve the personalized experience of
users, Google Optimize is the tool you turn to.
Key Features
The tool is integrated with Google Analytics, helping you to learn about
effective test results. The tool offers a no-code visual editor as well as
options for professional coders to use advanced code editors.
Benefits for UI/UX Designers
UI/UX designers can create two different HTML to present
different options. The tool can help identify the content that is performing
better. It uses Bayesian statistics to accurately calculate test results.
Pros and Cons
Pros:
Unlike other tools mentioned above, Google Optimize is free to use. You don't
need to pay anything to use the tool.
No coding knowledge is necessary for its usage. However advanced features are
there for professionals to use code editors.
It provides a flicker-free experience during client-side testing. It also
offers server-side testing.
Cons:
It has a limit over simultaneous experiments
Google Optimize does not allow script length of codes beyond 10240
There is no customer support for the free version – Google Optimize, unless you
upgrade to Optimize 360
You won’t get the segmentation feature to test your target audience through A/B
testing
Our verdict
Before committing to a paid version of any A/B testing tool,
try Google Optimize. Try out its features first. It should be enough for you if
you are starting your business.
Tool 4: Freshmarketer
It is another option for UI/UX designers to conduct A/B testing with their
website designs.
Key Features
It lets the designers test different versions of the website and run A/B
testing. It helps them to determine the most engaging version of the web
design. Besides, the tool offers segmentation of target audiences helping web
designers improve customer experience.
How It Improves Conversion Rates
The tool offers split testing which lets designers know the most effective web
design. Based on the result, the designers can improve the conversion rate for
the site.
Pros and Cons
Pros:
A heat map is one of the excellent features by Freshmarketer
The customer support team provides assistance all the time
Session reply from customers is an excellent feature of the tool, providing a
unique view of customer interaction
Cons:
The tool does not offer different internal tests
The free plan is too basic for customers to conduct A/B testing and related
activities
Our verdict
You can go for Freshmarketer if you prefer using features
like heat maps and replay customer sessions. It will help you identify areas
that customers prefer. You can give it a try and if you run into any trouble,
their customer support will be able to help you.
Tool 5: Adobe Target
Adobe Target can be a great tool to conduct A/B testing for multiple channels.
Key Features
You can use Adobe personalization, A/B and multivariate testing to provide a
better experience to customers. Based on the test result, you can customize the
user experience.
Why UI/UX Designers Choose Adobe Target
Adobe Target also splits traffic into two versions of web pages or mobile app
elements. Then compare the engagement level among those two. The designer can
then decide on keeping the better-performing version.
Pros and Cons
Pros:
Its report tells you the number of visitors, visitors’ countries, etc.
You can create a target audience based on their country, region and others
The tool is easy to use for people with no coding skills
Cons:
Customer support is not that helpful at all
The area to write text is small, so it can be challenging for designers to
write codes on the tool
Targeting audiences from a geographical area is only limited to the paid
version
Our verdict
If you want to pay a good amount for the paid version of the
tool, then it can be useful for your campaigns. Use the tool if you conduct
business internationally as it will allow you to view visitors from around the
world.
Conclusion
When it comes to choosing the best A/B testing tool for UI/UX designers, free
tools top the user choice list. Especially if it comes from Google itself. We
also suggest you try Google Optimize.
You don't need coding knowledge to operate the tool. Another benefit of the
tool is its flicker-free experience during testing.
However, if you want to try another tool, use the VWO A/B testing tool.
User-friendly interface is what attracts customers to use the tool.
A/B testing is a great way to improve your customer experience as it involves
making decisions on solid statistics. Users also contribute to the UI designing
process. Ultimately user experience helps to improve how customers feel
visiting your websites. Hence, A/B testing is valuable to UI/UX designers.
Sources:
https://www.convert.com/blog/a-b-testing/ab-testing-stats/
https://www.optimizely.com/
https://vwo.com/
https://marketingplatform.google.com/about/
https://www.freshworks.com/crm/features/ab-testing/
https://www.figpii.com/blog/a-b-testing-tools-freshmarketer-vs-adobe-target/#htoc-advantages-of-freshmarketer
https://business.adobe.com/products/target/ab-testing.html
https://trymata.com/learn/ui-vs-cx-design/
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